West Hollywood Targets the Maskless ‘Invincibles’ With Edgy, and Funny, Videos

Despite clear evidence that wearing a face covering reduces the likelihood of COVID-19 virus transmission, and the fact that not wearing one in West Hollywood makes you subject to a citation, there still are people walking the streets without them. (That citation, by the way, comes with a $250 fine and an additional $50 processing charge. So far 86 people have received citations.)

So the City of West Hollywood, which has been promoting face coverings and social distancing with signs and banners saying “Cover That Face, Maintain Your Space,” has decided to launch a new and more aggressive campaign targeting what it is calling “The Invincibles.”

To reach that population of 18- to 29-year-olds, the city has launched a social media-based video series of 15-second videos called “Masks Are … ” with each video carrying the blunt message: “Wear a F*****g Mask!” The series is being launched with four short PSA videos on the city’s WeHoTV YouTube Channel:

• Masks Are Badass
• Masks Are Sexy
• Masks Are Smoookin’
• Masks Are Tasty

Additional videos will be uploaded and promoted as they are produced. “The video series is intentionally edgy in nature and each video is optimized to capture the attention of its target audience and promote social media sharing,” says a city announcement of the campaign.

“While substantial progress has been made in reducing the transmission of the coronavirus (COVID-19) in Los Angeles County, local health officials remain concerned about the potential for a rise in positive infections and hospitalizations in the months ahead,” the city’s announcement says. “Officials at the Los Angeles County Department of Public Health are concerned that people, such as those aged 18-29 who are not exhibiting symptoms, may unknowingly infect others including parents, grandparents, and friends and family who have underlying health conditions and who are at greater risk for serious illness and death.”